marketing and sales- what’s the difference r. usry extension specialist and lecturer emeritus...
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Marketing and Sales- What’s the Difference
R. UsryExtension Specialist and Lecturer Emeritus Department of Agricultural & Resource Economics NC State University January 2013
Marketing The process by which companies create value
for customers and build strong customer relationships in order to capture value from customers in return.
Capture value in the form of sales, profits, and long-term customer equity
Your Value Proposition- customers will choose your product even when they have other good choices in the marketplace
Sales- personal selling and sales promotions
Old and New Marketing
Old- making a sale– “telling and selling”
New- satisfying customer needs
“The aim of marketing is to make selling unnecessary.”
Peter Drucker
Selling is only one part of the 5 Ps in your marketing
mix:1. Product
2. Price
3. Place
4. Promotion to reach customers Advertising Sales Promotions Public Relations Personal Selling Direct Marketing
5. People
The fourth P isthe marketer’s “bag of
tools”4. Promotion to reach customers Advertising- any paid form of non-personal presentation
and promotion of ideas, goods, and services by an identified sponsor.
Sales Promotions- Short-term incentives to encourage the purchase or sale of a product or service.
Public Relations –building good relations with the company's various publics by obtaining favorable publicity, building up a good image, and handling or heading off unfavorable rumors, stories, events.
Personal Selling- Personal presentation by the firm's sales force for the purpose of making sales and building customer relationships
Direct Marketing- direct connections with carefully targeted individual customers to both obtain an immediate response and cultivate lasting customer relationships.
Marketing
-meeting customer needs profitably
-decisions about your 5 Ps
-reaching targeted customersPrinciples of Marketing, Kotler and Armstrong
Marketing- a mix of many things or functions
1. Buying (exchange)
2. Selling (exchange)
3. Transporting
4. Storing
5. Standardizing and Grading
6. Financing
7. Risk Taking
8. Securing Marketing Information
And these eight marketing functions are performed by:
-Producers or manufacturers
-Wholesalers
or
-Retailers
Contemporary Marketing, Boone & Kurtz